I saw these figures this morning in an article”Expanding Social Presence Can Have Positive Impact on Business Operations, New CompTIA Study Finds” – March 19, 2012
The top five business benefits of employing social tools identified in CompTIA’s Social Business: Trends and Opportunities study are:
- Better communication with customers, cited by 61 percent of responding companies
- Cost savings (51 percent)
- Brand positioning (49 percent)
- Real-time customer satisfaction (48 percent)
- Potential lead generation (43 percent)
This information is very interesting. I think all of us would take any one of these benefits with respect to our Social Media Marketing Efforts. The item mentioned the most is better communication with customers. Isn’t that what marketing is all about. If you have this benefit, all of the others will happen to some extent.
Notice that items 2 – 4 highlight savings, branding and satisfaction and their percents are really close, (+ or – 3).
Finally, item 3. Potential Lead Generation. What these benefits show me is that it takes time and resources dedicated to expanding your social presence on social media and I think overall, we are still in our infancy. I think this number will gradually move up as will the other benefits, but I think it illustrates the fact that lead generation on social media is challenging and hard and companies must spend the time to locate potential clients online, but the overall goal should be to focus on your current clients and keep your company’s image strong among your customers.
It may also be a good time to review these benefits with respect to your other marketing channels and see if you are getting similar returns.